Analysis of The Effect of Trust on Online Purchase Decisions with Consumer Behavior as an Intervening Variable

DOI

10.2991/978-94-6463-960-5_16How to use a DOI?

Keywords

Trust; Purchasing Decisions; Online; Consumer Behavior

Abstract

Online purchases often lead to customer distrust. Therefore, online purchases are considered to have significant risks. This study tests the independent variable, namely Trust (X1), the dependent variable, namely Online Purchase Decision (Y), and the intervening variable, namely Consumptive Behavior (Z). The type of research used in this study is quantitative. The population in this study consists of people who have used the Shopee, Tokopedia, and Lazada applications in Medan City, with an unknown population size. Based on sample size calculation, the number of samples needed is 150 respondents.

The results of the study indicate that trust does not have a significant direct influence on consumer purchasing decisions in the context of e-commerce. However, there is a positive and significant direct influence between consumptive behavior and purchasing decisions on e-commerce platforms. Furthermore, there is a positive and significant direct influence of trust on consumer consumptive behavior in the context of online purchases. For the indirect effect, there is a significant mediating role, where trust influences purchasing decisions indirectly through consumptive behavior.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yusniar Lubis
AU  - Diana Diana
AU  - Syaifuddin Syaifuddin
AU  - Fajar Rezeki Ananda Lubis
AU  - Okto Rikiko Al Leonardo Dago
PY  - 2025
DA  - 2025/12/31
TI  - Analysis of The Effect of Trust on Online Purchase Decisions with Consumer Behavior as an Intervening Variable
BT  - Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
PB  - Atlantis Press
SP  - 199
EP  - 215
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-960-5_16
DO  - 10.2991/978-94-6463-960-5_16
ID  - Lubis2025
ER  -